Shoppers today want to know more and more about he products they use and consume. What’s in my food and beverages? What do the ingredients in my personal care and household products do? Do I have
a family member allergic to an ingredient? Does the date label
on this package mean I should throw the product away?
Consumers expect that they should have this information
quickly and easily – when they want it.
This can be challenging when it comes to the center of the
store. In many departments around a store’s perimeter, shoppers can get the information they’re looking for from the service staff – at the meat counter, the bakery, the deli, the pharmacy and the produce department.
How can consumers get the information they expect when
they are in the center of the store? Two industry initiatives
developed by the Trading Partner Alliance (TPA), a joint industry collaboration body composed of Grocery Manufacturers
Association (GMA) and Food Marketing Institute (FMI) leaders,
give consumers easy access to tools and information to make
Helping Families Make Informed Choices
Facts Up Front summarizes important nutrition information
from the nutrition facts panel in a clear, simple and easy-to-use
format on the front of food and beverage packages. It helps
busy consumers – especially parents – make informed choices
when they shop. Facts Up Front currently has nearly 120 participating manufacturing and retailer companies.
The new SmartLabel digital transparency initiative puts
detailed ingredient information right at the fingertips of consumers – what they want to know and when they know it. This
information can be found by a web search, scanning a code on
a package or calling a toll-free 800 number.
A rapidly growing number of companies and brands are
using this digital platform to give consumers access to more
information than could ever fit on a package label. As of mid-August 2017, more than 11,000 food, beverage, personal care
and household products are using SmartLabel. These products are from more than 900 brands among at least 30 companies, with projections for some 30,000 SmartLabel products on
shelves by the end of 2017.
Participating companies currently include retailers such as
Albertsons, Ahold and Topco, major food and consumer products manufacturers such as Unilever, Mondelez, Hershey, Coca-Cola, General Mills, Land O’ Lakes, P&G, Colgate-Palmolive,
L’Oreal, Clorox, and S.C. Johnson & Son, and smaller brands
such as Food for Life, Naked Bacon and PASCHA Chocolates.
This list is growing daily. The complete list of products, brands
and companies using SmartLabel can be found at www.smart-
SmartLabel is an important transparency platform for
national, regional, local or private brands that helps build a
trusting relationship between consumers and brands, and for
retailers, a stronger trusting relationship between consumers, brands and the store. It can provide consumers shopping
BY JIM FLANNERY, SENIOR EVP, GROCERY MANUFACTURERS ASSOCIATION
BUILDING CENTER STORE
WITH A ‘SMART’ SOLUTION